As Pride Month kicks off across the country, Häagen-Dazs is once again putting its support behind LGBTQIA2+ and BIPOC communities in a tangible, creative way. In its fourth consecutive year partnering with Allies in Arts — a nonprofit dedicated to amplifying underrepresented voices in the arts — the iconic ice cream brand is celebrating inclusivity, self-expression, and the power of public art.
At a time when arts funding continues to face cuts and marginalized creators often encounter disproportionate barriers, the Häagen-Dazs x Allies in Arts collaboration is helping to bridge that gap. The campaign provides paid opportunities and a national platform for queer and BIPOC artists to showcase their work — not as tokens, but as leaders and storytellers in their own right.
This year, the partnership has commissioned three artists from major metropolitan areas — Los Angeles, New York City, and San Francisco — to design large-scale murals that reflect the flavor of their cities, while honoring the themes of community, identity, and joy.
Each mural, deeply personal and locally inspired, invites viewers to pause and savor not only the art but the everyday moments that make life sweeter.
A Bold and Joyful Tribute in Los Angeles
Los Angeles-based illustrator Loveis Wise brings a radiant vision of joy and self-love to the city’s urban landscape. Their mural, titled Slow Life, is a warm, sun-kissed ode to slowing down and embracing authenticity. At its center is a confident, brown-skinned figure smiling with a spoonful of ice cream — a striking symbol of pride, presence, and pleasure.
Set against a backdrop of stylized sunsets and lush, oversized botanicals, Wise’s work draws from the natural beauty and multicultural vibrancy of L.A. It’s not just a mural; it’s an invitation to savor the small things — a quiet morning, a sweet treat, a moment of stillness in a bustling world.
“Slow Life is about reconnecting with yourself and your community,” Wise said. “Especially in a city like L.A., it’s important to find grounding in joy and identity.”
Finding Stillness in the City That Never Sleeps
Across the country in New York City, Korean-American artist Subin Yang brings a dreamlike softness to one of the world’s most fast-paced urban environments. Her mural floats with playful stars, abstract shapes, and gentle swirls, all set against a soothing teal backdrop. The visual language evokes a rare moment of peace in a city defined by motion.
“New York is always moving, but this mural is about those fleeting seconds of connection and calm,” Yang said. “I wanted to capture that quiet magic.”
Known for her warm palettes and tender textures, Yang’s work celebrates queer intimacy and emotional honesty. Her mural encourages viewers to look up, pause, and connect — with the art, with each other, and with themselves.
The city’s skyline may be crowded, but Yang’s message is clear: there is beauty in simplicity, and joy in the in-between.
A Gentle Oasis in San Francisco
In San Francisco, Alice Lee delivers a visual love letter to rest, self-care, and the natural world. Her mural depicts a serene, almost storybook-like moment: a woman lounges under a leafy canopy with a book and a pint of Häagen-Dazs, her dog by her side, surrounded by soft pastels inspired by the brand’s Salted Brown Butter Cookie flavor.
“The concept was about finding stillness — creating space to breathe and be yourself,” Lee explained. “It’s a small scene, but it tells a much bigger story.”
Framed by San Francisco’s lush greenery and soft skyline, Lee’s work draws on themes of quiet resilience and community support, especially within LGBTQIA2+ spaces. It’s a reminder that sometimes resistance looks like rest — and healing can come by way of a spoonful of something sweet.
More Than Marketing: A Movement Through Art
The campaign, titled Thatsa Häagen-Dazs, represents a larger initiative by the brand to go beyond surface-level allyship. Since its inception, the partnership with Allies in Arts has been about more than just visibility — it’s about access, equity, and cultural investment.
“Our mission has always been to uplift underrepresented artists — not just during Pride, but year-round,” said [Spokesperson Name] from Allies in Arts. “This partnership with Häagen-Dazs gives artists the resources, platform, and freedom to create something meaningful, without compromise.”
And in doing so, the campaign is sparking conversations — not only about the art itself, but about who gets to create it, where it gets seen, and why representation still matters.
From the West Coast to the East Coast, each mural is a vibrant reminder that joy is radical, visibility is powerful, and community is essential.
Celebrating Pride With Purpose
As corporate involvement in Pride continues to evolve, Häagen-Dazs’ approach sets an example of what true advocacy in branding can look like: artist-first, community-focused, and built around real investment.
Each mural is currently on public display in its respective city and will also be available in digital formats for nationwide viewing. In addition to the art installations, Häagen-Dazs and Allies in Arts will be hosting virtual talks and artist interviews throughout June, offering further insight into the creative process and the stories behind each piece.
In a world that often overlooks the contributions of queer and BIPOC artists, this campaign not only celebrates them — it pays them, uplifts them, and gives them space to shine.
That’s more than art. That’s a movement.
For more information about the campaign or to view the murals online, visit Häagen-Dazs.com/pride or follow along on social media using #ThatsaHaagenDazs.
